Nitin Rajput - Facebook Developer Garage Bangalore

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Presentation by Nitin Rajput, Chakpak at Facebook Developer Garage Bangalore

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  • gr8 analysis.....share something about fbml if possible.
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Nitin Rajput - Facebook Developer Garage Bangalore

  1. 1.
  2. 2. Facebook Growth Strategies Understanding various techniques for growth and engagement in facebook apps<br />NitinRajput<br />Co-founder www.chakpak.com<br />28th Aug 2009<br />
  3. 3.
  4. 4. Agenda<br />
  5. 5. Why Facebook?<br />User growth<br />Approx 6MM users<br />Great overlay of social context<br />Allows for new product features<br />Improves the features<br />
  6. 6. Virality Primer<br />10 users add your app<br />They do some activity like publish feed, send notifications etc<br />7 users add the app because of the activities done by above<br />Viral coefficient , v.c. = 7/10 = 0.7<br />This is a single generation. The activities by these 7 added users would cause more users to join in and so on<br />The total # of users of the app is the summation of the Geometric series = 10,7,4.9, … = 10*(1/(1-0.7))=33 approx.<br />
  7. 7. Virality Primer<br />Suppose v.c. = 0.9 , then the total users who add the app including these initial 10 users is 10*(1/(1-0.9))=100<br />Takeaways<br />Virality is a multiplier. Can be a big multiplier<br />Viral coefficient near to 1.0 can lead to a big jump in the user addition <br />Many of the facebook’s distribution flows are aligned to viral flows and many times these are the only options availaible<br />Facebook product = viral distribution + product <br />
  8. 8. Facebook distribution options<br />Notifications<br />Requests & Notifications<br />Feeds<br />Profile<br />Emails<br />Status<br />Publisher<br />Boxes<br />Ads<br />Fan Box<br />Connect<br />Comment Widget<br />Share<br />
  9. 9. #1 - Feeds<br />
  10. 10. Feeds (Publishing experience)<br />
  11. 11. Feeds (Friends view)<br />
  12. 12. Feeds<br />One of the most potent tool for growth<br />Is the basis of most of the viral loops<br />User should should feel like publishing<br />Context of the flow (you need help)<br />Copy of the feed (you beat 99%)<br />Friends should feel like clicking on it<br />Nice UI/Photos. Explanatory text<br />Call to action<br />Resources<br />http://wiki.developers.facebook.com/index.php/Using_the_Open_Stream_API<br />http://wiki.developers.facebook.com/index.php/Facebook.showFeedDialog<br />
  13. 13. #2 - Notifications<br />
  14. 14. Notifications<br />
  15. 15. Notifications<br />
  16. 16. Notifications<br />Doesn’t require explicit user permission<br />2 types<br />User-user<br />Can reach to non app users<br />For growth<br />App-user<br />For engagement<br />Sample use cases<br />Challenges,<br />Weekly newsletters, alerts, new features<br />Resources<br />RockYou presentation - http://www.slideshare.net/jefftee/facebook-developers-garage-march-25-2009-2-jia-shen<br />API - http://wiki.developers.facebook.com/index.php/Notifications.send<br />How spamminess is measured - http://www.facebook.com/topic.php?uid=2205007948&topic=13262&start=30&hash=0ce1d00dde55ae7fc1d6f206621bdfc4#post71908<br />Official policy - http://wiki.developers.facebook.com/index.php/Additional_Policies_Governing_All_Applications_and_Developers#10._Notifications_Policy <br />
  17. 17. #3 – Requests & Invitations<br />
  18. 18. Requests & Invitations<br />
  19. 19. Requests & Invitations<br />
  20. 20. Requests & Invitations<br />Were used a lot at the launch time. FB now has allocations buckets<br />Can be used for flows where sending invitation is natural<br />Ask your relatives to join the app<br />Match your friends compatibility with yours<br />Invite members to your cause<br />
  21. 21. #4 - Status<br />
  22. 22. Status<br />
  23. 23. Status<br />Status permission is required only once<br />Guidelines when an application can update the status <br />Twitter, fan apps <br />
  24. 24. #5 – Profile & Tabs<br />
  25. 25. Profiles & Tabs<br />
  26. 26. Profiles & Tabs<br />
  27. 27. Profiles & Tabs<br />Several steps involved in adding an app to profile. <br />Is a long term insurance against variance in other growth channels. Is a seed to the viral flows<br />Is a natural fit for some flows/apps<br />fans<br />
  28. 28. #6- Emails<br />You can get email send permission<br />Can be used for <br />Newsletters, Alerts<br />As a substitute for app-user notifications<br />Vs Notifications<br />better CTRs<br />Need one time explicit permission from user<br />
  29. 29. #7- Publisher<br /><ul><li>Not sure if it can be used for growth</li></li></ul><li>#8 – Gathering Fans<br />
  30. 30. Gathering Fans<br />
  31. 31. Gathering Fans<br />
  32. 32. Gathering Fans<br />Gather fans to send updates and feeds later on<br />Sort of notifications, but much richer<br />Better CTRs<br />Re-engages the user <br />
  33. 33. #9 - Advertising<br /><ul><li>Advertising is usually costly
  34. 34. Whats the lifetime value of a user
  35. 35. Whats the per visit value of a user
  36. 36. A high enough virality factor can make the per-visit or lifetime value of a user pay for its advertising costs
  37. 37. Can be used for growth and for engagement</li></li></ul><li>#10 - Leveraging existing web properties<br />Fan Box<br />
  38. 38. Leveraging existing web properties<br />Comment box<br />http://www.insidefacebook.com/2009/08/05/facebook-adds-new-way-to-share-web-content-without-leaving-the-page/<br />Can also publish to a users feed<br />Can be embedded in an app also<br />Share <br />http://www.insidefacebook.com/2009/08/05/facebook-adds-new-way-to-share-web-content-without-leaving-the-page/<br />
  39. 39. #11 - Measure, Measure, Measure<br />You can only improve what you measure<br />A/B Test <br />Flows (add app before take quiz, or between take quiz and see results? )<br />Copy (Challenge your friends vs Invite your friends)<br />Measure drop offs in the flow to find hindrances<br />
  40. 40. Facebookconnect<br />
  41. 41. Summary<br />FB Products = (Viral) Distribution + Product<br />Maximize distribution from each of the channel<br />Measure – you would only improve with time<br />Be creative<br />
  42. 42. Resources<br />Tracking FB App platform, Who is growing – <br />http://www.insidefacebook.com/<br />http://www.appdata.com/<br />FBML and Facebook platform APIs<br />http://wiki.developers.facebook.com/index.php/Main_Page<br />Guidelines on FB integration points <br />http://wiki.developers.facebook.com/index.php/Verification_Checklist<br />Platform team blog<br />http://wiki.developers.facebook.com/index.php/Main_Page<br />
  43. 43. Questions<br />

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